Reporting or Sales?

Today's New York Times has a column questioning the ranking of high schools, such as the new U.S. News & World Reports ranking mentioned in Tuesday's post. Author Samuel G. Freedman posits whether the listing of high schools is more about selling magazines than about journalism or the search for quality secondary schools:

Whatever this list represents in terms of journalism or public service, it must be understood also as an exercise in business, in extending the U.S. News brand, in helping it survive in a financial and technological climate hostile to news magazines. Having devoted annual issues to ranking colleges, graduate schools and hospitals, U.S. News has now brought the same approach to secondary education.

What do you think?